what is meaningful to your potential customers."
Better White Paper
Advantages of a Two-Column Format
your white papers appear more engaging and interesting to your
readers simply by adding an auxiliary column where you would place
photos, graphics and pull quotes.
among your client companies are busy people. White papers prepared with a word
processor might appear long and
boring, especially if they are all text.
might be put aside for reading later. It
might not be passed to colleagues who would
influence any purchase decision.
A two column white paper provides areas to insert
photos, graphics, quotes testimonials and more. Below
is a page of a typical white paper in two-column format. Notice
how the graphics and notes complement the main content to the right
on the page.
To view the complete
document, use the request form to the right of this page.
Illustrations add depth and meaning to the
Remember your elementary school
days? You always liked books with pictures in them, didn't
you? They always seem to draw you in by creating images in
your mind. Well, it's the same with white papers.
Adding photos, illustrations, quotes, figures and third party
literature will better draw your reader into reading the paper
to the end.
Some  things you can add to the
Table of Contents,usually for documents of ten pages or more
and Graphic Illustrations relevant to the text where
quotes and anecdotes
and quotes from recognized authorities
Some other advantages of a two-column
The document is easily scanable so
that readers who are in the habit of quickly looking at a
white paper from top to bottom will have a good idea of what it
is all about.
The main text column is narrower
than that of a letter-format white paper, making the paper less tiring to read. The reader can grasp entire
lines of text at a time without shifting gaze from left to
The document is read more quickly and the
extra column of images and quotes enhances reading
comprehension. The paper communicates concepts better in
Use the request
form below to inquire about having
a ready-formatted two column white paper written.
I shall work closely with you in
preparing the content and advising what photographs,
illustrations and quotations you might want to provide to
complement the main text about your proposed solution.
Your potential customers will
appreciate a well-formatted white paper that is scanable, has
illustrations in the right places and subheads to indicate what
each section is about.
don't just write your white papers. I also...
your page in the two-column pdf document
your logo, photos and graphic elements as illustrations
title or cover page
the Desktop Publisher document to a .pdf file (you will receive both the .pdf and the editable
executive summary* of the white paper for use in a lead
capture form on your company's web site.
* An executive summary is like an advertisement
for your white paper. It could be placed on your web pages
or in Bitpipe, etc. It is a paragraph or to that compels
the reader to enter contact information and receive a copy of
your white paper.
To inquire about having a white paper written,
or to simply view
examples of white papers I've written for various clients,
please fill the form below and click
on "Submit Request".
for yourself how a two column format provides a better reading experience and
more effective lead generation.
Enter your name
and email address to receive two real examples of two-column format
Your information will not
be shared with any third parties.
What is a
A white paper is a marketing
publication that combines the style of an
article or report and a brochure or magalog.
The main purpose of a
white paper is to generate sales leads and inquiries about the
products and services of a company.
White papers are
focused on a particular problem and a generic solution to the
The call to action is
usually limited to providing contact information of individuals
charged with marketing of a company's products and services.
oriented advertising literature, there is no overt sales rhetoric.
This appeals to the idea that people don't want to be sold to while
they are seeking solutions.
White papers are
written in such a manner as to be implicitly persuasive. This is accomplished
by emphasizing at length the generic solution to the problem without
naming the company or its particular trademarked solutions.
Request for Service or More Information
Please indicate what you are
inquiring about or interested in.*
Also include any specific requests, inquiries
Please enter the four characters shown at right
into the small space at end of this line.*
You will be presented with the page to download
the sample white paper.
provide will be used exclusively by Francis M. Ardi. Your
name and information will not be
sold, rented or otherwise distributed to any third party
or other organization.xx